Photographer/Director Dennis Welsh was brought on board early to help build the creative for the New Hampshire Tourism summer campaign, primarily because his work has always featured people and a sense of place; and he strives to give each equal time. On many occasions, photographers and directors are brought in after the creative has been fully baked and that can often cause challenges, but here he was able to help build the creative with the client as well as the ad agency and the digital marketing strategy team.
Dennis really wanted to capture the zen that we turn to in crazy times and highlight those moments of quiet or of solitude or of friendship. To him, that’s what recharges batteries, offers perspective, humility and connection.
To get the shots, his team traversed the state many times covering all directions and all kinds of terrain. Many of his crew of seven had never seen the places they went to visit, so it was a delight to see the state through their eyes. Like all of his tourism shoots, he captured both the motion and the stills. Although the shoot involved early days and way too late nights, the spoils of their labor proved perfection.
Dennis walked away with a renewed appreciation for the power of visiting the outdoors, “If you can step away from it for a weekend or a week, you’ll be better for it. You will. That’s what we tried to convey in this shoot and I feel pretty confident that we pulled it off.”
See more from the campaign below. To see more of Dennis’ work, visit his Workbook portfolio.
